江苏快3

2021.8.27-29

温州国际会展中心
距离展会开幕还有
市值蒸发400亿,创始人被限制消费,贵人鸟为何“折翼”
浏览次数:299 发布时间:2021-12-11 来源:品牌观察报 字号:

JINRI,CENGJINGFENGMIZHONGGUODEYUNDONGXIEPINPAIGUIRENNIAO,YINZHAIWUCHANSHENZAISHOUXIANZHIXIAOFEILING,YINFAGUANGFANGUANZHU。TIANYANCHAXIANSHI,CIXIANZHIXIAOFEILINGFABUFAYUANWEIHEFEISHIZHONGJIRENMINFAYUAN,ANHAOWEI(2020)WAN01ZHI1047HAO,ZHIXINGBIAODEWEI1.31YIYUAN。

 

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ZHEIBINGFEISHOUCI。JINNIAN9YUE,GUIRENNIAOJIUBEISHAMENSHIZHONGJIRENMINFAYUAN、QUANZHOUSHIZHONGJIRENMINFAYUANLIEWEIBEIZHIXINGREN。MUQIAN,GUIRENNIAOMINGXIAYOU5TIAOBEIZHIXINGRENXINXI,XIANZHIXIAOFEILING2TIAO,LEIJIZHIXINGBIAODECHAO4YI。

 

YUQIDAIKUAN、FUZHAIGOUZAOZHU、ZONGSHIZHISUOSHUILV、GUPIAOTUISHIFENGXIANXINGDENGYECHENGWEILEQI2020NIANLAILVBEITANJIDEGUANJIANZI,ZAIZHAIWU、DAIKUANDENGYALIXIA,YIBINLINTUISHIBIANYUAN。

 

GUIRENNIAOSHIGUONEIZUIZAOSHENGCHAN、XIAOSHOUGELEIXIUXIANYUNDONGXIEDEQIYEZHIYI。2014NIAN,CENGTOUDING“AGUYUNDONGPINPAIDIYIGU”SHANGSHI,SHIZHIYIDUDADAOSHUBAIYIYUAN,QICHUANGSHIRENLINTIANFUYECENGPINGJIECHAO100YISHENJIA,CHENGWEI2015NIANDEQUANZHOUSHOUFU。

 

WEIHEJINNIANLAIGUIRENNIAOYIZHIZAIZOU“XIAPOLU”?

 

01

“明星+娱乐+赛事”全维营销矩阵布局

高频触达消费者,坐上鞋业巨头宝座

 

CHUANGBANYU1987NIANDEGUIRENNIAO,YUANTA、TEBUDENGZHIMINGYUNDONGPINPAIYIYANG,DOUSHILAIZIYUYOUZHE“ZHONGGUOXIEDOU”ZHICHENGDEFUJIANJINJIANG。ERGUIRENNIAOQICHU,SHIJISHANGZHISHIYIJIAXIECHANG,ZHIDAO2002NIAN,CAIZHENGSHIDAZAOZIJIDEZIZHUPINPAI“GUIRENNIAO”。

 

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CHENGLIHOUDUANDUANJINIAN,BIANCHENGGONGJISHENZHONGGUOSHIDAYUNDONGXIEPINPAIZHENLIE,2014NIANSHIZHIYIDUDADAO400YIDIANFENG,CHUANGSHIRENLINTIANFUYEDENGSHANGFUJIANSHOUFUZHIWEI。

 

TADECHENGGONGYUANYU“MINGXINGDAIYAN+YULEGUANMING+TIYUZHIRU”DUOWEIDUYINGXIAOCELVEDETONGBUSHIXING。

 

CHENGLIZHICHUDEGUIRENNIAO,WEILEXUNSUDAXIANGPINPAIZHIMINGDU,KOUKAISHICHANGDAMEN,JIJIKAIZHANYIXILIEPINPAIYINGXIAODONGZUO。ZAIPINPAIYINGXIAOFANGMIAN,GUIRENNIAOYUJINJIANGDEQITAYUNDONGPINPAIRUCHUYIZHE,CAIYONG“MINGXINGDAIYAN+GUANGGAOZUHE”YINGXIAODEGUANLI。

 

2000NIANXINIAOYUNHUISHANG,ZHONGGUOJIANERQUDEHAOCHENGJI,TEBIESHIPINGPANGQIUDUI,BAOLANLESIMEIJINPAI。ANTANACHUQUANNIANLIRUNQIANXIALEPINGPANGQIUAOYUNGUANJUNKONGLINGHUI。SUIZHE“KONGLINGHUICHUANANTAXIEFUDAPINGPANGQIU”DEGUANGGAOPUTIANGAIDIXUANCHUAN,ANTAYIPAOERHONG,ZOUCHULE“DAIYANREN+GUANGGAO”DEYINGXIAOXINMOSHI。


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“MINGXINGDAIYAN+YANGSHIGUANGGAO”ZHEIZHONGMOSHIRANGANTADAHUOCHENGGONGHOU,GUIRENNIAOYEKAISHIYOULEPINPAIYISHI,BANQILE“ANTAYINGXIAOMOSHI”。

 

2002NIAN,GUIRENNIAOYAOQINGLIUDEHUADANRENPINPAIXINGXIANGDAIYANREN,BINGKAISHIGAOPINCITOUFANGGUANGGAO,JIEZHULIUDEHUA,GUIRENNIAODEZHIMINGDUYUELAIYUEGAO,XIAOLIANGYEDEDAOKUAISUZENGZHANG。

 

CHANGDAO“MINGXINGDAIYANYINGXIAO”TIANTOUDEGUIRENNIAO,ZAI2004NIANYOUXIANGJIQIANXIAZHANGBOZHI、LINZHILING。“ANTAYINGXIAOMOSHI”RANGGUIRENNIAOZAIYEJIFANGMIANBAOCHILESHINIANDEWENDINGZENGZHANG,2012NIAN,GUIRENNIAOFAZHANDADAODINGFENG,QIYEYINGSHOUGAODA28YIYUAN,JINGLIRUN5YIYUAN。

 

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2007NIAN,GUONEIGUAQILEYULEJIEMUDEFENGCHAO,GUIRENNIAOYOUXIANRENYIBUDANGQILEHUNANWEISHI《KUAILENANSHENG》DEZANZHUSHANG,SUIZHEJIEMUDEHUOBAO,GUIRENNIAOPINPAIZHUANGOULEZHIMINGDU。

 

YUCITONGSHI,GUIRENNIAOHAIHEGUOJIATIYUZONGJUXIAOQIUYUNDONGGUANLIZHONGXINZUCHENG“CP”,ZANZHUZHONGGUOGUOJIAGAOERFUQIUDUI、ZHONGGUOGUOJIABAOLINGQIUDUIDENG8ZHIQIUDUI。

 

YOULEMINGXINGXIAOYINGHEYULEJIEMUYIJISAISHIDEDAIDONG,GUIRENNIAOPINPAIDEDAOHENDADECHUANBO。2009NIANKAISHI,YICHAOGUOXINGYEFAZHANSHUIPINGDESUDUKAIDIAN。2009NIANWANGDIAN1847JIA,2010NIAN3756 JIA,2011NIAN5067JIA。SANNIANSHIJIAN,WANGDIANSHUZENGZHANGLE2BEI。FENGKUANGKAIDIANZHIHOU,GUIRENNIAOYU2014NIANCHENGGONGSHANGSHI。

 

02

六年闭店数千家

惨败源于“品牌定位模糊不清”

 

RANER,HAOJINGBUZHANG,GUIRENNIAOZAIJINGLILEQIANQIDEGUANGHUIZENGZHANGQIHOU,YOUYUDINGWEIBUQING,ZUIJINJINIANKAISHI“ZHANZHEN”。

 

2019NIANNIANDI,GUIRENNIAOJIUKAISHICHUXIANLE5YIYUANZHAIQUANWEIYUE,ZONGFUZHAIYUE33YIYUAN,DANSHIZHANGSHANGXIANJINLIUJIN1500WANYUAN。SHOUYEJIBUZHENYIJIZHAIQUANWEIYUEDENGYINGXIANG,GUIRENNIAODEZONGSHIZHIYECONGDIANFENGSHIQIDE400YIYUANSUOSHUIDAOLERUJINDE10.94YIYUAN,BINGQIEGUANDIAOLE2800YUJIAMENDIAN,WEILAIFEICHANGBUMINGLANG。

 

ZHONGSUOZHOUZHI,ZI2012NIANKAISHI,GUONEIYUNDONGFUZHUANGPINPAIYIDUZAOYUSHICHANGHANDONG,YINGLAILEXINGYEXIPAI。QIJIAN,HAIDAOBILEJIGEZHIMINGDEPINPAI,BIRUSHUOXIDELONG、DEERHUIDENG。

 

DANGRAN,XINGYEHANDONGYERANGGUONEIBENTUDEYUNDONGFUZHUANGPINPAIKAISHIXUNZHAOCHULU。SHANGSHIHOUGUIRENNIAOXUANZELEQUANFANGWEIDEFAZHANZHANLVE——CONG“CHUANTONGYUNDONGXIEFUXINGYEJINGYING”XIANGTIYUDUOYUANHUAZHUANXING,DAKAILEFENGKUANGDEQIYEBINGGOU、KUODAHEQUANCHANYELIANRONGHEZHITU。

 

JUXI,JINZAI2014NIANDAO2017NIAN,GUIRENNIAOJIUFASHENGLESHIYUCIDESHOUGOU,QIZHONGBIJIAOZHIMINGDEYOURUGUHUPUTIYU,SHOUGOUTIYUYONGPINLINGSHOUSHANGJIEZHIXING。

 

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CIWAI,GUIRENNIAOHAIYU2016NIANTOUZILEXIBANYAZUQIUJINGJIGONGSI。ZAITIYUCHANYEWAI,GUIRENNIAOHAISHEZULETIYUBAOXIANYEWU。DUANDUANJINIANSHIJIAN,GUIRENNIAOJIUCONGDANYIDEYUNDONGPINPAIKUOZHANGWEISHEJIBAOXIAN、YOUXI、JIANSHENDENGDUOGEXINGYEDE“ZAPAI”。

 

FANGUANTONGWEIYIXIANPINPAIDEANTAHELININGYIJIERXIANPINPAIDETEBU,QUEXUANZELEWENZHAWENDA,HUIGUIZHUYE,BAOCHIPINPAIBENSHENDEHEXINDINGWEI。

 

ANTAZAISHOUGOUFILAZHIHOU,ZUOLEPINPAIJUJIAO,JIANGANTAPINPAIDINGWEIZHUANYEYUNDONG、FILAPINPAIDINGWEISHISHANGYUNDONG,QUANFANGWEIDAZAO2GEPINPAI,TONGSHIGUANTINGKUISUNDIANPU,HUISHOUFENXIAOSHANGZHUANZIYINGGONGSI;

 

LININGDEDONGZUOGENGDA,DAGUIMOHUISHOUDAILISHANGJIUHUO,ZHONGXINDINGWEIHEJUJIAOPINPAI,HAIGENJUHULIANWANGXIAOFEIQUSHI,DALIFAZHANWANGSHANGYEWU;

 

TEBUZAISHISHANGYUNDONGSHENGENGDETONGSHI,ZHAODAOLEZANZHUMALASONGYUNDONGDEXINLUZI,SUIZHEGUONEIGEDIMALASONGYUNDONGRUHUORUTUDEJUBAN,TEBUDEPINPAIXINGXIANGYEYUELAIYUEQINGXI。

 

ZAIYIDINGCHENGDUSHANGLAISHUO,“PINPAIDUOYUANHUA”DEQUESHIPINPAIZHUANXINGDEYIBALIQI,DANGUIRENNIAOSHILIDEGUANJIANBUZAIYUPINPAIDEDUOYUANHUAZHANLVE,ERSHIPINPAIDINGWEIBUQINGXI,SHIDEDUOYUANHUAZHANLVEDESHISHICHUXIANLEWENTI。

 

ERANTA、TEBU、LININGDENGPINPAI,TAMENSUIRANYEZAIKUOZHANG,SHOUGOULEYIXIEGUOWAIPINPAI,DANTAMENSHIZHONGJUJIAOYUYUNDONGXIEFUYEWUBANKUAI,DINGWEIYUZHUANYEDEYUNDONGXIEPINPAI。

 

03

品牌定位决定营销成败

把握不好终将被淘汰

 

WUDUYOUOU,“YIDAIXIEWANG”DAFUNIYESHIYINWEIPINPAIDINGWEIBUGOUJINGZHUN,ERCANZAOQUANMIANBIDIAN。

 

DAFUNIJIZISHENDEDINGWEISHIDAZHONGLIUXING。ZAICHUQINVXIEXIQUEDENEIDISHICHANG,YIJIWUZHISHANGWEIFENGFUDENIANDAI,ZHEIZHONG“PINGJIASHISHANG”HENKUAIJINRUDAOLEXIAOFEIZHEXINZHIZHONG。

 

DANSHIJISHANG,DAFUNIZHANGQIYILAIDUIYUZISHENPINPAIDEDINGWEIBINGBUQINGXI,SUIRANSHUOSHIDINGWEIZHONGDIDUANSHICHANG,DANMENDIANQUEQUANDOUKAIZAILEYIERXIANCHENGSHI,JIRENDEDIYIYINXIANGRENGSHI“GAODUAN”DINGWEI。

 

DANGSHICHANGFENEZHUJIANDIUSHIHOU,QIJIANGMUGUANGZHUANYIDAODIXIANSHICHANG,SHENZHISHENDABIANYUANDEXIANCHENGHEXIANGZHEN,WEICICAIQULEDIJIACUXIAODESHOUDUANLAIXIYINDIXIANCHENGSHIXIAOFEIZHE。

 

DAFUNIHULVELEXIAOFEIZHEDEXINZHIRONGLIANGYOUXIANBINGQIEYANJUANHUNLUAN,HUGAOHUDIDEDINGWEIRANGXIAOFEIZHEDUITACHANSHENGLEBUXINREN,DAFUNIZAIXIAOFEIZHEXINZHIZHONGDEFENEZHUJIANJIANSHAO,ERWOMENJINGCHANGSHUOXINZHIFENEYINGXIANGSHICHANGFENE。

 

ZUIZHONGDEJIEGUOYEZHENGMINGLEZHEIGEDINGLUN,DAFUNIJIMEIYOUZAIZHONGDIDUANSHICHANGZHANDAOBIANYI,YOUSHIQULEYIERXIANCHENGSHIDEXIAI,KEWEIDEBUCHANGSHI。

 

KEYIKANDAO,ZHONGDUOBENTUPINPAIZAITONGYEJINGZHENGZHONGSHIBAIDEYUANYIN,DADIDOULIBUKAI“DINGWEIBUQING”。YOUCI,PINPAIDINGWEIWENTI,ZAICIBEITUIDAOLEPINPAIJIANSHEYUPINPAIYINGXIAODEFENGKOULANGJIAN。

 

SUOWEIDINGWEI,JIUSHIRANGPINPAIZAIXIAOFEIZHEXINZHIZHONGZHANJUZUIYOULIDEWEIZHI,SHIPINPAICHENGWEIMOUGELEIBIEHUOMOUZHONGTEXINGDEDAIBIAOPINPAI。RUCIDANGXIAOFEIZHECHANSHENGXIANGGUANXUQIUSHI,BIANHUIJIANGDINGWEIPINPAIZUOWEISHOUXUAN。

 

BIRU,XIAOFEIZHEXIANGMAIYILIANGANQUANXINGNENGGAODECHESHI,HUIZIRANXIANGDAOWOERWO;XIANGYAOMAIQUXIEXIFASHUISHI,HUIZIRANXIANGDAOHAIFEISI;CHISHANGHUOSHIWUSHI,HUIZIRANXIANGDAOWANGLAOJI。

 

DINGWEISHIZHENGGEPINPAIYINGXIAOZHANLVEDEHEXIN,ZHENGQUEYUFOU,JUEDINGLEPINPAIFAZHAN。RUGUOPINPAIDINGWEIYOUWU,JIUXIANGZOULUCUOLEFANGXIANG,ZENMEYEBUKENENGDAODAMUDEDI,GUIRENNIAODESHIBAIZHENGZAIYUCI!

 

CONGGUIRENNIAODEMEILUO,RANGWOMENSHENSHOUQIFADESHI:“TIYUMINGXING+HUODONGZANZHU+YANGSHIGUANGGAO”DEHUANGJINYINGXIAODINGLVZAIHAO,YEHUIZAOSHOUSHENMEIPILAO,ZHEIJIUSHICHUANTONGPINPAIYINGXIAOMOSHIDERUODIAN。ERWEIYOUJINGZHUNDEPINPAIDINGWEI,CAISHIPINPAIDEHEXINJINGZHENGLI,CAISHIPINPAIYINGXIAOCHENGBAIDEGUANJIAN!

 

DUIYUGUIRENNIAOLAISHUO,DANGWUZHIJISHIYAOMINGQUEPINPAIDINGWEI,QUELIHEXINFAZHANFANGXIANG,ERFEIMANGMUKUOZHANG,ZHEIYIZHANLVEDINGWEIHENDACHENGDUSHANGJUEDINGLEGUIRENNIAONENGFOUZAICIZHANCHIGAOFEI,FOUZE,GUIRENNIAOKENENGHUIYONGYUANGAOBIEAGU。

 

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